This paper reviews and synthesizes cognitive learning theory literature with potential applications to e-customization research and practice and highlights parallel work in online and offline marketing as well as information technology. A framework that provides a comparison of various learning theories with potential applications to e-customization is presented. Major theories suggest heterogeneity among individuals with regards to cognitive learning styles and strategies. Findings also propose a positive effect of the congruency between consumer learning styles (strategies) and online message format (content) on communication efficiency, recall, attitude, and decision making. A synthesis review with potential research and managerial applications is furnished.
Aljukhadar, Muhammad, "Cognitive Learning Theory: Applications To e-customization Research And Practice" (2007). ICEB 2007 Proceedings. 59.